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Diageo Global Travel partners with DFS to open pop-up in Singapore


Global drinks giant has launched a world-first pop-up activation in partnership with leading luxury travel retailer DFS Group at DFS, Singapore Changi Airport.

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Paulo Guludjian, Diageo General Manager (Asia, Pacific, Middle East, India & Egypt), said: “This one-of-akind activation in Changi will drive cultural relevance for our brands and demonstrates the partnership between the three organizations: Diageo, Changi and DFS.This opportunity is the result of Diageo’s willingness to make travel retail and Changi, in particular, a destination where travellers are entertained
while discovering exceptional new drink options.”

The pop-up was launched with a special event attended by representatives from Diageo, DFS and Changi Airport in addition to local media and influencers. Guests were treated to the recently launched Game of Thrones Single Malt Scotch Whiskey Collection.

At the pop-up, customers will have the opportunity to fully immerse themselves in various interactive experiences including immersive games, tastings, food pairings, and photo opportunities.

Source: Diageo Global Travel


Frederik Vanden Bulcke, DFS Group Director of Merchandizing Spirits, Wine and Champagne, said: “This global exclusive represents DFS and Diageo’s mutual dedication to delight and surprise our discerning global travelers with fresh and unique offerings, supported by best-in-class executions. The exclusive popup promises to be a thrilling and unique experience, offering a way to explore this multifaced category.”

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Ms Teo Chew Hoon, Group Senior Vice President, Airside Concessions Division at Changi Airport Group added: “Changi Airport is delighted to showcase this global exclusive pop-up concept with Diageo and DFS. Interactive elements such as photo opportunities and a first taste of the exclusive single malt collection, will give shoppers the opportunity to dive into the fantasy world as part of the unique travel retail experience only found in Changi.”

Some news regarding HK market are coming soon!